How Greg Fields started their logo design journey

Company name

Lean Enterprise Incorporated

Overview

I am a principal in an operations improvement consulting company called Lean Enterprise Incorporated. My partners and I have been in business for 10 years. We have grown our business primarily by word of mouth and reputation. We need to establish an brand identity and web site to take the business to the next level. We want to present a conservative, confident yet dynamic image. We need a certain amount of excitement in the logo as we are not bankers :-)

Tell us a bit about who you are and the people you reach

We are targeting executives from large global enterprises. Past clients include the executive leadership of companies such as GlaxoSmithKline, Raytheon, Shire Pharmaceuticals, General Motors, Rolls Royce Honeywell and the United States Air Force.

Requirements

We want the company name "Lean Enterprise Incorporated" to be in the logo. However we want "Lean Enterprise" to be more emphasized and the "Incorporated" to be minimized below the words "Lean Enterprise". We would like dark blue to be a main color. We would also like to see some sort of symbol to be integrated into the logo. The symbol should be should not overwhelm the words "Lean Enterprise". Two or three colors and or shades of colors would be fine. Another factor to consider is that some clients refer to us as LEI so it would be interesting to in some creative way incorporate the letters "LEI" into the symbol although I am interested to see symbols with out a link to the letters LEI.